An Exercise in Substantiation Answer each of the questions listed below in detail. 1. Opinion: Hillhouse is considering

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An Exercise in Substantiation
Answer each of the questions listed below in
detail.
1. Opinion: Hillhouse is considering adding bridal to
their assortment of dresses. By adding Bridal they
believe revenue will grow by 12%.
Substantiation: “Couples are opting for smaller
weddings” said Susan Belle an IBIS analyst. “Brides are opting for
smaller and more intimate weddings with less formal attire. As more
brides are selecting outdoor venues and a limited number of guests
the wedding industry is seeing in shifts in wedding dress
demands.”
Questions:
1a. Why doesn’t this substantiation fully support the
opinion?
1b. What additional information is
needed?
2. Opinion: Love Shack Fancy should add
beauty to their online site. If they do this, they
will double their sales.
Substantiation: “Ulla Johnson (a competitor of
Love Shack Fancy) believes strongly in the synergy between fashion
and beauty, they have invested heavily in beauty on their web
site. They measured customer views before and after
beauty was added and found that with the addition of beauty
customer views increased.” [WWD, 9-14-21, “An Interview with Top
Ulla Johnson Management”]
Questions:
2a. Why doesn’t this substantiation fully support the
opinion?
2b. What additional information is
needed?
Substantiation: You get
to make this one up – I’m making sure you know the three components
to the substantiation.
Write
a ‘fictitious’ substantiation
which would substantiate the claim being made by comparing to a
competitor’s Athleisure 28% penetration
percent. Makes sure
1-your fictitious quote supports the
numeric 28% goal
2- note the “fictitious” credible
source
3- link back to the opinion with a tie
in sentence after the quote to link it to the opinion.
(Make sure you
understand the difference for change %
and penetration %)
Scenario: “Sienna’s Place” a children’s boutique
is deciding to invest for growth. They are deciding what type of
product to add to their assortment. They are deciding to how best
to invest in for growth, they want to get the best return in
investment and want to choose the faster growing category - should
“Sienna’s” invest in expanding to children’s
apparel or children’s
toys.
Write and “opinion” and “substantiation” using current
research to support your substantiation
Make sure to:
Write an opinion for how Sienna’s should expand their assortment
and the measurable goal they should gain by adding this
category.
The substantiation must: